Costinel DOBRE, Anca-Maria MILOVAN-CIUTA


Online customer behaviors include a wide range of processes and activities related to sensory reactions, perceptions, attitude formation, preferences, decisions, satisfaction evaluation, and loyalty formation. Online customer behaviors are influenced by exogenous and endogenous factors. Exogenous factors include attributes associated with the online retailer and the consumer’s environmental influences. Endogenous factors include characteristics attributed to consumers. Of these, personality has major influences on customer behavior in the online stores. In this paper we highlight the influences of personality on important decision making variables linked to the customer’s online visiting, buying and post purchase process.

Thus, we intend to point out the influences of personality on the criteria used in evaluating stores, on expectations customers form towards stores, on the perception of store performance and the assessment of satisfaction. This will involve carrying out a survey, and its administration will be performed on the Internet. The sample under research will comprise respondents who own an account on the social network Facebook, assuming these respondents have time and are more likely to have purchased online at least once.

The results of this study are useful both for academic researchers and practitioners engaged in online marketing, online communication and web design.


Big Five; customer behavior; online buying; online stores; personality traits.


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